20 Questions Marketing Managers should be asking about their Online Marketing Strategy

It’s very easy to get caught up with getting a website launched and agreeing on the content, any content, just to get the site launched. After a site is launched many companies get caught up withe bottom line numbers, i.e. how much revenue are we making from the website in the case of an E-commerce site, or for a service driven site, the typical stats are how much traffic did we get this month or what what our rankings this month.

Getting too focused on these metrics will probably result  in long term disappointment. I’ve listed 20 questions below that any marketing manager  should feel at ease in answering, and that will provide a whole new level of understanding about a company’s online strategy and performance.

This greater questioning and understanding of your online marketing strategy will  lead to making ongoing changes and improvements that positively impact on the ROI for any business engaging online.

1. Where are our customers coming from? What is our customer acquisition strategy?

2. What is the conversation rate on our website?

3. What are the goals for our website?

4. Are we actively tracking our goals with our analytics package?

5. What keywords are driving the highest revenue/goals?

6. What is our content strategy?

7. How do we plan to build the authority of our website, linking building or link marketing?

8.  Where do we get our traffic from? Are we getting traffic from sources that is of low value?

9. How much do we pay for our traffic? Should we be paying more/less?

10. Do we have a social media strategy? What is it? Does it reflect our company brand?

11. Do we have an email marketing strategy? Do we measure the success of it? How? What software do we use?

12. What is our web channel development strategy? How do we build partners/reseller online?

13. What is our online advertising strategy?

14. Who is responsible for the website? IT, Marketing, Sales?

15. Do we have a data back-up strategy? What happen if our website goes down? Who do we contact?

16. How does our website perform? Do we have bandwidth issues with our hosting company or with the plan we are on?

17. Who registered our company’s domain name? Who is getting notification that it’s about to expire?

18. Are we targeting the right keywords on our website? How do we know? What keyword software was used?

19. Who are our keyword competitors online? Are they different to our high street competitors?

20. Are we doing any A/B or multivariate testing to improve our conversion rate? If not why not? Is this type of testing it suitable for our business?

Only 20 questions, there are of course a lot more.

What about your online marketing strategy?

What questions would you add?

What questions would you expect your marketing manager to know the answer to?

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